that story be authentic, and having it be believable, and having people want to embrace it, like schuler'sa story of a family that lives on a big tract of land, that loves barbecue that's just who they are they wouldn't change for anyone. not even me. case in point, when i tried to change the biscuit recipe so it would be better suitable for mass production, oh, no. not going to happen. >> this is crazy it is a family recipe. i'm trying to adjust but this is not us >> that's a story. but it's authentic and you know what, people line up down the street to go there now it's this massive complex, like on ten acres. they've undergone a huge expansion, outdoor deck, general store, catering. and what i love more about them than anything else, they're authentic. >> yes, sir, nothing better. >> schuler's could be the greatest juxtaposition of authenticity >> marcus. >> vulnerability is one kind of honesty. authenticity is another. but there's a third kind of honesty that's just as important. rule number seven, be transparent. see, vulnerability and transparency are two different things transparenc